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Display innovation School Apply

This is the case study that we submittedfor the google adwords awards for display innovation. Please feel free to contact us for questions.

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ZEBRA ADVERTISEMENT D I S P L A Y   I N N O V A T I O N W I T H   S C H O O L A P P L Y G O O G L E P R E M I E R P A R T N E R S A W A R D S
EXECUTIVE SUMMARY SchoolApply launched in January 2016 hired Zebra Advertisement a leading digital marketing agency to help generate students for over 4,000 schools worldwide using the full range of Google's technology. Zebra Advertisement believed that the Display Network should have a leading role in SchoolApply's growth. SchoolApply is now generating over 2,000 leads and over 1,500 qualified leads per month.
H I S T O R Y S c h o o l A p p l y F o u n d e d - 2 0 1 6 . L a u n c h e d w i t h m o r e t h a n 4 , 0 0 0 U n i v e r s i t i e s a n d C o l l e g e s l i s t e d i n t h e U n i t e d S t a t e s , U n i t e d K i n g d o m , C a n a d a a n d m o r e . M I S S I O N C o n n e c t s t u d e n t s a n y w h e r e i n t h e w o r l d w i t h g r e a t e d u c a t i o n a l p r o g r a m s a n d s c h o o l s a b r o a d t h a t b e s t m a t c h t h e i r n e e d s a n d p o t e n t i a l . SCHOOLAPPLY: INTRODUCTION
S c h o o l A p p l y n e e d e d a s o l u t i o n t o h e l p t h e m g e n e r a t e m o r e s t u d e n t s G O A L : G r o w B u s i n e s s O n l i n e u s i n g D i s p l a y N e t w o r k a s m a i n c a m p a i g n t y p e . A P P R O A C H : C o n t a c t a l e a d d i g i t a l m a r k e t i n g f i r m t o i m p l e m e n t n e w s t r a t e g i e s a n d a n e w v i s i o n . SCHOOLAPPLY: GOAL AND APPROACH
W h a t i s a L e a d ? A l e a d i s a s t u d e n t t h a t s i g n e d u p o n t h e w e b s i t e t o l e a r n m o r e a b o u t a s p e c i f i c s c h o o l . W h a t i s a Q u a l i t y L e a d ? L e a d s t h a t a c t u a l l y s t a r t e d a n a p p l i c a t i o n p r o c e s s . B o t h l e a d s a n d q u a l i t y l e a d s a r e e q u a l l y i m p o r t a n t b u t o p t i m i z i n g b y q u a l i t y l e a d i s w h a t c a n h e l p g r o w t h e b o t t o m l i n e o f t h e b u s i n e s s . T h i s i s t h e r e a s o n w h y w e d e v e l o p e d a n A P I t o t r a c k q u a l i t y l e a d s a t t h e c a m p a i g n , a d a n d k e y w o r d l e v e l a f t e r a p e r s o n w a s a l r e a d y i n t h e s y s t e m a s a l e a d . S t a r t e d i n J a n u a r y 2 0 1 7 . LEADS VS. QUALIFIED LEADS
S c h o o l A p p l y s t a r t e d t o g e n e r a t e a n d o p t i m i z e f o r l e a d s . Z e b r a A d v e r t i s e m e n t d e v e l o p e d a n A P I t o i n t e g r a t e w i t h S c h o o l A p p l y ' s C R M s y s t e m t o G o o g l e A n a l y t i c s a n d A d W o r d s . T h i s a l l o w e d u s t o o p t i m i z e t h e a c c o u n t s w i t h a m u c h d e e p e r l e v e l o f u n d e r s t a n d i n g t h e c a m p a i g n s a n d f o c u s i n g o n w h a t i s r e a l l y m o v i n g t h e b u s i n e s s f o r w a r d . W e w e r e t h e n a b l e t o t r a c k l e a d s a n d q u a l i t y l e a d s i n t h e a c c o u n t . S y s t e m w a s i n t e g r a t e d i n J a n u a r y 2 0 1 7 . API INTEGRATION FOR LEADS
LEADS **As of 5/17/2017 T h e r e w e r e t i m e s w h e n S c h o o l A p p l y w a s f i n e w i t h g e t t i n g f e w e r l e a d s b e c a u s e w e w e r e f o c u s i n g o n g e t t i n g m o r e q u a l i t y l e a d s . W e a r e p l a n n i n g t o g r o w t h e i r b u d g e t t o o v e r 8 , 0 0 0 l e a d s p e r m o n t h .
COST PER LEAD **As of 5/17/2017
QUALITY LEADS **As of 5/17/2017 M a y i s p a c i n g t o e n d s l i g h l y a b o v e 1 5 0 0 q u a l i t y l e a d s .
COST PER QUALITY LEAD **As of 5/17/2017
ZEBRA ADVERTISEMENT'S INFRASTRUCTURE FOR HYPER GROWTH ON DISPLAY Technology Innovation Culture
P r o p r i e t a r y A P I I n t e g r a t e s d a t a f r o m G o o g l e A d W o r d s , G o o g l e A n a l y t i c s a n d o t h e r t r a f f i c s o u r c e s t o : I d e n t i f y p a t t e r n s b e t w e e n c o n v e r s i o n s . B r e a k d o w n c o m p l e x d a t a s e t s . C a l c u l a t e t h e R O I o f p a i d s e a r c h a c c o u n t i n g f o r a l l i n d i r e c t c o n v e r s i o n s . D e t e r m i n e w h e n a n d w h e r e t o i n c r e a s e m e d i a s p e n d o n G o o g l e f o r E - C o m m e r c e . A P I D r i v e n O p t i m i z a t i o n : H e l p s o p t i m i z e a c c o u n t s b a s e d o n p r e s e t r u l e s . P r o a c t i v e l y c r e a t e s r e p o r t s f o r o p p o r t u n i t i e s t h a t c o u l d r a i s e t h e c o n v e r s i o n v o l u m e s a n d t r a f f i c w h i l e k e e p i n g t h e C P A a t t h e s a m e o r s i m i l a r l e v e l . C a n o p t i m i z e c a m p a i g n s o f a l l t y p e s : S e a r c h , D i s p l a y , S h o p p i n g , V i d e o a n d C a l l O n l y . TECHNOLOGY
INNOVATION T e s t d i f f e r e n t c a m p a i g n s t r u c t u r e s e a c h m o n t h t o i n d o u t w h a t a l l o w s u s t o g e n e r a t e a b e t t e r R O I . W e e k l y m e e t i n g s w i t h a s s i g n e d G o o g l e R e p r e s e n t a t i v e t o f i n d o p t i m i z a t i o n o p p o r t u n i t i e s a s s o o n a s t h e y a r e a v a i l a b l e . 1 m e e t i n g p e r w e e k w i t h o u r t e a m t o d i s c u s s p o t e n t i a l c h a n g e s i n t h e a d v e r t i s i n g i n d u s t r y t h a t m i g h t i m p a c t o u r c l i e n t s . C o n n e c t o r g a n i c , d i r e c t a n d s o c i a l s a l e s t o G o o g l e A d W o r d s t r a f f i c t h r o u g h t h e u s e o f o u r A P I r e p o r t i n g s y s t e m t o t h e n h a v e a b e t t e r u n d e r s t a n d i n g o f s h o p p i n g p e r f o r m a n c e . W e t e s t e d d i s p l a y s e l e c t c a m p a i g n s o n 5 c a m p a i g n s p e r w e e k . T o w a r d s t h e e n d o f e a c h w e e k w e p o s t e d t h e o n e s t h a t d i d n ' t w o r k a n d t e s t e d 5 a d d i t i o n a l c a m p a i g n s . B y t h e e n d o f a f e w m o n t h s w e h a d o v e r 3 0 0 c a m p a i g n s p r o f i t a b l y r u n n i n g o n d i s p l a y .
CULTURE D y n a m i c , Y o u n g a n d P r o f e s s i o n a l E n v i r o n m e n t . W e w o r k f o r t h e b u s i n e s s o f o u r c l i e n t a s i f i t w a s o u r o w n . W e i n n o v a t e t h r o u g h t h e i m p l e m e n t a t i o n o f s p e c i f i c p r o c e d u r e s t h a t a l l o w u s t o a l w a y s b e a h e a d o f t h e c o m p e t i t i o n . A l l e m p l o y e e s a r e c e r t i f i e d b y b o t h G o o g l e a n d B i n g a n d k e e p c u r r e n t w i t h t h e b e s t p r a c t i c e s i n t h e i n d u s t r y . W e h o l d a l l o f o u r e m p l o y e e s a c c o u n t a b l e f o r t h e i r t a s k s . I t i s i m p o r t a n t t o u s t o k e e p o p e n t h e c h a n n e l s o f c o m m u n i c a t i o n w i t h o u r c l i e n t s . B u i l d i n g t r u s t i s h a r d w o r k , t h a t ’ s w h y w e e n f o r c e c o m m u n i c a t i o n w i t h o u r e m p l o y e e s .
Display Select Display Campaign Remarketing DISPLAY STRATEGIES
DISPLAY SELECT C r e a t e d s e a r c h c a m p a i g n s i n o v e r 2 3 c o u n t r i e s f o r a t o t a l o f o v e r 5 0 0 c a m p a i g n s a n d 3 0 0 , 0 0 0 k e y w o r d s . S t r a t e g y : c o l l e c t a m i n i m u m o f 1 5 - 3 0 c o n v e r s i o n s p e r c a m p a i g n a n d t h e n a c t i v a t e o n 5 c a m p a i g n s a t a t i m e u s i n g d i s p l a y s e l e c t . O u r a s s u m p t i o n w a s t h e m o r e h i s t o r i c a l d a t a f o r c o n v e r s i o n s t h a t w e h a v e t h e b e t t e r t h e p e r f o r m a n c e f o r d i s p l a y s e l e c t w i l l b e . U s e d o u r o p t i m i z a t i o n A P I t o a u t o m a t i c a l l y r e m o v e u n p r o f i t a b l e d i s p l a y p l a c e m e n t s t o k e e p t h e p e r f o r m a n c e o f d i s p l a y a s e f f e c t i v e a s p o s s i b l e .
DISPLAY CAMPAIGN W e r a n a r e p o r t o n t h e t o p p l a c e m e n t s p e r c o u n t r y a n d c r e a t e d p l a c e m e n t c a m p a i g n s f o r t h e t o p s c h o o l s i n t h o s e c o u n t r i e s . G e n e r a t e d a l i s t o f t o p k e y w o r d s p e r c o u n t r y a n d c r e a t e d a d i s p l a y c a m p a i g n a r o u n d t h o s e k e y w o r d s t o g e t a d d i t i o n a l l e a d s . U s e d o u r o p t i m i z a t i o n A P I t o k e e p t h e c a m p a i g n s i n g o o d s h a p e a n d r e m o v e d a n y u n p r o f i t a b l e p l a c e m e n t s . C r e a t e d o n e c a m p a i g n p e r c o u n t r y , p e r t o p s c h o o l t o m a x i m i z e t h e c o n v e r i o n r a t e . W e d i d t h i s b e c a u s e s t u d e n t s a r e a l r e a d y f a m i l i a r w i t h t h e s c h o o l n a m e a n d t h i s w o u l d i n c r e a s e t h e l i k e l i h o o d f o r t h e m t o c o n v e r t .
DYNAMIC REMARKETING D y n a m i c R e m a r k e t i n g : S t u d e n t s w e r e s h o w n t h e e x a c t s c h o o l t h a t t h e y s e a r c h e d f o r . O n l y t a r g e t e d s t u d e n t s t h a t d i d n o t g e n e r a t e a l e a d y e t . W e t h e n c r e a t e d a d y n a m i c r e m a r k e t i n g c a m p a i g n f o r s t u d e n t s w h o g e n e r a t e d a l e a d , e n g a g e d w i t h t h e w e b s i t e ( s p e n t m o r e t h a n 3 m i n u t e s o n t h e w e b s i t e ) b u t a r e n o t q u a l i f i e d l e a d s y e t . C r e a t e d d y n a m i c r e m a r k i n g c a m p a i g n s f o r w e b s i t e s t h a t a r e h e l p i n g s t u d e n t s f i n d t h e r i g h t s c h o o l s f o r t h e m a n d u s e d a m o r e a g g r e s s i v e b i d d i n g a p p r o a c h f o r p l a c e m e n t s .
S e t u p o v e r 3 0 0 C a m p a i g n s R e a c h e d o v e r 1 6 6 m i l l i o n s t u d e n t s G e n e r a t e d o v e r 2 8 , 0 0 0 l e a d s G e n e r a t e d o v e r 1 5 , 0 0 0 q u a l i t y l e a d s S p e n t o v e r $ 3 6 0 , 0 0 0 o n G o o g l e A d W o r d s A l o n e RESULTS
COST PER TRAFFIC SOURCE T o t a l s p e n d o f $ 3 6 6 , 4 9 8 . 8 3 O v e r 4 0 % o f a c c o u n t c o s t i s c o m i n g f r o m t h e d i s p l a y n e t w o r k . D i s p l a y n e t w o r k i s t h e s e c o n d m o s t e x p e n s i v e t r a f f i c s o u r c e . W e e x p e c t d i s p l a y t o o v e r t a k e G o o g l e s e a r c h b y t h e 3 r d q u a r t e r o f 2 0 1 7 . Search Partner 6% Google Search 54% Display Network 40% **As of 5/17/2017
LEAD PER TRAFFIC SOURCE 2 9 , 1 8 1 T o t a l l e a d s D i s p l a y n e t w o r k i s t h e b i g g e s t l e a d s o u r c e f o r S c h o o l A p p l y . O v e r 5 9 % o f l e a d s a r e g e n e r a t e d b y t h e d i s p l a y n e t w o r k . W e e x p e c t d i s p l a y t o g r o w a b o v e 7 0 % b y t h e 3 r d q u a r t e r o f 2 0 1 7 . W e e x p e c t d i s p l a y t o o v e r t a k e G o o g l e s e a r c h b y t h e 3 r d q u a r t e r o f 2 0 1 7 . Search Partner 3% Google Search 60% Display Network 37% **As of 5/17/2017
LEAD CPA PER TRAFFIC SOURCE D i s p l a y n e t w o r k h a s t h e l o w e s t c o s t p e r l e a d a s w e l l a s t h e m o s t l e a d s . S e a r c h l e a d s c o s t m o r e t h a n d o u b l e o f d i s p l a y . T h e q u a l i t y o f l e a d s d o e s n ' t d i f f e r b e t w e e n s e a r c h a n d d i s p l a y . **As of 5/17/2017
OPEN HOUSE ON MAY 3, 2019 N E X T S T E P S G r o w d i s p l a y w i t h t h e u s e o f v i d e o a d v e r t i s i n g t o l a u n c h d i s p l a y c a m p a i g n s t o o t h e r s c h o o l s o t h e r t h a n t h e t o p p e r f o r m i n g o n e s . S t a r t v i d e o c a m p a i g n s o n Y o u T u b e f o r m o r e b r a n d a w a r e n e s s . E x c e e d m o r e t h a n 8 , 0 0 0 l e a d s p e r m o n t h b y t h e 3 r d q u a r t e r o f 2 0 1 7 .
+ 1   ( 3 0 5 ) 9 7 4 - 4 2 0 4 w w w . z e b r a a d v e r t i s e m e n t . c o m Rocco Baldassarre r.baldassarre@zebraadvertisement.com CONTACT
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Display innovation School Apply

  • 1.
    ZEBRA ADVERTISEMENT D IS P L A Y   I N N O V A T I O N W I T H   S C H O O L A P P L Y G O O G L E P R E M I E R P A R T N E R S A W A R D S
  • 2.
    EXECUTIVE SUMMARY SchoolApply launchedin January 2016 hired Zebra Advertisement a leading digital marketing agency to help generate students for over 4,000 schools worldwide using the full range of Google's technology. Zebra Advertisement believed that the Display Network should have a leading role in SchoolApply's growth. SchoolApply is now generating over 2,000 leads and over 1,500 qualified leads per month.
  • 3.
    H I ST O R Y S c h o o l A p p l y F o u n d e d - 2 0 1 6 . L a u n c h e d w i t h m o r e t h a n 4 , 0 0 0 U n i v e r s i t i e s a n d C o l l e g e s l i s t e d i n t h e U n i t e d S t a t e s , U n i t e d K i n g d o m , C a n a d a a n d m o r e . M I S S I O N C o n n e c t s t u d e n t s a n y w h e r e i n t h e w o r l d w i t h g r e a t e d u c a t i o n a l p r o g r a m s a n d s c h o o l s a b r o a d t h a t b e s t m a t c h t h e i r n e e d s a n d p o t e n t i a l . SCHOOLAPPLY: INTRODUCTION
  • 4.
    S c ho o l A p p l y n e e d e d a s o l u t i o n t o h e l p t h e m g e n e r a t e m o r e s t u d e n t s G O A L : G r o w B u s i n e s s O n l i n e u s i n g D i s p l a y N e t w o r k a s m a i n c a m p a i g n t y p e . A P P R O A C H : C o n t a c t a l e a d d i g i t a l m a r k e t i n g f i r m t o i m p l e m e n t n e w s t r a t e g i e s a n d a n e w v i s i o n . SCHOOLAPPLY: GOAL AND APPROACH
  • 5.
    W h at i s a L e a d ? A l e a d i s a s t u d e n t t h a t s i g n e d u p o n t h e w e b s i t e t o l e a r n m o r e a b o u t a s p e c i f i c s c h o o l . W h a t i s a Q u a l i t y L e a d ? L e a d s t h a t a c t u a l l y s t a r t e d a n a p p l i c a t i o n p r o c e s s . B o t h l e a d s a n d q u a l i t y l e a d s a r e e q u a l l y i m p o r t a n t b u t o p t i m i z i n g b y q u a l i t y l e a d i s w h a t c a n h e l p g r o w t h e b o t t o m l i n e o f t h e b u s i n e s s . T h i s i s t h e r e a s o n w h y w e d e v e l o p e d a n A P I t o t r a c k q u a l i t y l e a d s a t t h e c a m p a i g n , a d a n d k e y w o r d l e v e l a f t e r a p e r s o n w a s a l r e a d y i n t h e s y s t e m a s a l e a d . S t a r t e d i n J a n u a r y 2 0 1 7 . LEADS VS. QUALIFIED LEADS
  • 6.
    S c ho o l A p p l y s t a r t e d t o g e n e r a t e a n d o p t i m i z e f o r l e a d s . Z e b r a A d v e r t i s e m e n t d e v e l o p e d a n A P I t o i n t e g r a t e w i t h S c h o o l A p p l y ' s C R M s y s t e m t o G o o g l e A n a l y t i c s a n d A d W o r d s . T h i s a l l o w e d u s t o o p t i m i z e t h e a c c o u n t s w i t h a m u c h d e e p e r l e v e l o f u n d e r s t a n d i n g t h e c a m p a i g n s a n d f o c u s i n g o n w h a t i s r e a l l y m o v i n g t h e b u s i n e s s f o r w a r d . W e w e r e t h e n a b l e t o t r a c k l e a d s a n d q u a l i t y l e a d s i n t h e a c c o u n t . S y s t e m w a s i n t e g r a t e d i n J a n u a r y 2 0 1 7 . API INTEGRATION FOR LEADS
  • 7.
    LEADS **As of 5/17/2017 Th e r e w e r e t i m e s w h e n S c h o o l A p p l y w a s f i n e w i t h g e t t i n g f e w e r l e a d s b e c a u s e w e w e r e f o c u s i n g o n g e t t i n g m o r e q u a l i t y l e a d s . W e a r e p l a n n i n g t o g r o w t h e i r b u d g e t t o o v e r 8 , 0 0 0 l e a d s p e r m o n t h .
  • 8.
    COST PER LEAD **Asof 5/17/2017
  • 9.
    QUALITY LEADS **As of5/17/2017 M a y i s p a c i n g t o e n d s l i g h l y a b o v e 1 5 0 0 q u a l i t y l e a d s .
  • 10.
    COST PER QUALITYLEAD **As of 5/17/2017
  • 11.
    ZEBRA ADVERTISEMENT'S INFRASTRUCTURE FORHYPER GROWTH ON DISPLAY Technology Innovation Culture
  • 12.
    P r op r i e t a r y A P I I n t e g r a t e s d a t a f r o m G o o g l e A d W o r d s , G o o g l e A n a l y t i c s a n d o t h e r t r a f f i c s o u r c e s t o : I d e n t i f y p a t t e r n s b e t w e e n c o n v e r s i o n s . B r e a k d o w n c o m p l e x d a t a s e t s . C a l c u l a t e t h e R O I o f p a i d s e a r c h a c c o u n t i n g f o r a l l i n d i r e c t c o n v e r s i o n s . D e t e r m i n e w h e n a n d w h e r e t o i n c r e a s e m e d i a s p e n d o n G o o g l e f o r E - C o m m e r c e . A P I D r i v e n O p t i m i z a t i o n : H e l p s o p t i m i z e a c c o u n t s b a s e d o n p r e s e t r u l e s . P r o a c t i v e l y c r e a t e s r e p o r t s f o r o p p o r t u n i t i e s t h a t c o u l d r a i s e t h e c o n v e r s i o n v o l u m e s a n d t r a f f i c w h i l e k e e p i n g t h e C P A a t t h e s a m e o r s i m i l a r l e v e l . C a n o p t i m i z e c a m p a i g n s o f a l l t y p e s : S e a r c h , D i s p l a y , S h o p p i n g , V i d e o a n d C a l l O n l y . TECHNOLOGY
  • 13.
    INNOVATION T e st d i f f e r e n t c a m p a i g n s t r u c t u r e s e a c h m o n t h t o i n d o u t w h a t a l l o w s u s t o g e n e r a t e a b e t t e r R O I . W e e k l y m e e t i n g s w i t h a s s i g n e d G o o g l e R e p r e s e n t a t i v e t o f i n d o p t i m i z a t i o n o p p o r t u n i t i e s a s s o o n a s t h e y a r e a v a i l a b l e . 1 m e e t i n g p e r w e e k w i t h o u r t e a m t o d i s c u s s p o t e n t i a l c h a n g e s i n t h e a d v e r t i s i n g i n d u s t r y t h a t m i g h t i m p a c t o u r c l i e n t s . C o n n e c t o r g a n i c , d i r e c t a n d s o c i a l s a l e s t o G o o g l e A d W o r d s t r a f f i c t h r o u g h t h e u s e o f o u r A P I r e p o r t i n g s y s t e m t o t h e n h a v e a b e t t e r u n d e r s t a n d i n g o f s h o p p i n g p e r f o r m a n c e . W e t e s t e d d i s p l a y s e l e c t c a m p a i g n s o n 5 c a m p a i g n s p e r w e e k . T o w a r d s t h e e n d o f e a c h w e e k w e p o s t e d t h e o n e s t h a t d i d n ' t w o r k a n d t e s t e d 5 a d d i t i o n a l c a m p a i g n s . B y t h e e n d o f a f e w m o n t h s w e h a d o v e r 3 0 0 c a m p a i g n s p r o f i t a b l y r u n n i n g o n d i s p l a y .
  • 14.
    CULTURE D y na m i c , Y o u n g a n d P r o f e s s i o n a l E n v i r o n m e n t . W e w o r k f o r t h e b u s i n e s s o f o u r c l i e n t a s i f i t w a s o u r o w n . W e i n n o v a t e t h r o u g h t h e i m p l e m e n t a t i o n o f s p e c i f i c p r o c e d u r e s t h a t a l l o w u s t o a l w a y s b e a h e a d o f t h e c o m p e t i t i o n . A l l e m p l o y e e s a r e c e r t i f i e d b y b o t h G o o g l e a n d B i n g a n d k e e p c u r r e n t w i t h t h e b e s t p r a c t i c e s i n t h e i n d u s t r y . W e h o l d a l l o f o u r e m p l o y e e s a c c o u n t a b l e f o r t h e i r t a s k s . I t i s i m p o r t a n t t o u s t o k e e p o p e n t h e c h a n n e l s o f c o m m u n i c a t i o n w i t h o u r c l i e n t s . B u i l d i n g t r u s t i s h a r d w o r k , t h a t ’ s w h y w e e n f o r c e c o m m u n i c a t i o n w i t h o u r e m p l o y e e s .
  • 15.
  • 16.
    DISPLAY SELECT C re a t e d s e a r c h c a m p a i g n s i n o v e r 2 3 c o u n t r i e s f o r a t o t a l o f o v e r 5 0 0 c a m p a i g n s a n d 3 0 0 , 0 0 0 k e y w o r d s . S t r a t e g y : c o l l e c t a m i n i m u m o f 1 5 - 3 0 c o n v e r s i o n s p e r c a m p a i g n a n d t h e n a c t i v a t e o n 5 c a m p a i g n s a t a t i m e u s i n g d i s p l a y s e l e c t . O u r a s s u m p t i o n w a s t h e m o r e h i s t o r i c a l d a t a f o r c o n v e r s i o n s t h a t w e h a v e t h e b e t t e r t h e p e r f o r m a n c e f o r d i s p l a y s e l e c t w i l l b e . U s e d o u r o p t i m i z a t i o n A P I t o a u t o m a t i c a l l y r e m o v e u n p r o f i t a b l e d i s p l a y p l a c e m e n t s t o k e e p t h e p e r f o r m a n c e o f d i s p l a y a s e f f e c t i v e a s p o s s i b l e .
  • 17.
    DISPLAY CAMPAIGN W er a n a r e p o r t o n t h e t o p p l a c e m e n t s p e r c o u n t r y a n d c r e a t e d p l a c e m e n t c a m p a i g n s f o r t h e t o p s c h o o l s i n t h o s e c o u n t r i e s . G e n e r a t e d a l i s t o f t o p k e y w o r d s p e r c o u n t r y a n d c r e a t e d a d i s p l a y c a m p a i g n a r o u n d t h o s e k e y w o r d s t o g e t a d d i t i o n a l l e a d s . U s e d o u r o p t i m i z a t i o n A P I t o k e e p t h e c a m p a i g n s i n g o o d s h a p e a n d r e m o v e d a n y u n p r o f i t a b l e p l a c e m e n t s . C r e a t e d o n e c a m p a i g n p e r c o u n t r y , p e r t o p s c h o o l t o m a x i m i z e t h e c o n v e r i o n r a t e . W e d i d t h i s b e c a u s e s t u d e n t s a r e a l r e a d y f a m i l i a r w i t h t h e s c h o o l n a m e a n d t h i s w o u l d i n c r e a s e t h e l i k e l i h o o d f o r t h e m t o c o n v e r t .
  • 18.
    DYNAMIC REMARKETING D y na m i c R e m a r k e t i n g : S t u d e n t s w e r e s h o w n t h e e x a c t s c h o o l t h a t t h e y s e a r c h e d f o r . O n l y t a r g e t e d s t u d e n t s t h a t d i d n o t g e n e r a t e a l e a d y e t . W e t h e n c r e a t e d a d y n a m i c r e m a r k e t i n g c a m p a i g n f o r s t u d e n t s w h o g e n e r a t e d a l e a d , e n g a g e d w i t h t h e w e b s i t e ( s p e n t m o r e t h a n 3 m i n u t e s o n t h e w e b s i t e ) b u t a r e n o t q u a l i f i e d l e a d s y e t . C r e a t e d d y n a m i c r e m a r k i n g c a m p a i g n s f o r w e b s i t e s t h a t a r e h e l p i n g s t u d e n t s f i n d t h e r i g h t s c h o o l s f o r t h e m a n d u s e d a m o r e a g g r e s s i v e b i d d i n g a p p r o a c h f o r p l a c e m e n t s .
  • 19.
    S e tu p o v e r 3 0 0 C a m p a i g n s R e a c h e d o v e r 1 6 6 m i l l i o n s t u d e n t s G e n e r a t e d o v e r 2 8 , 0 0 0 l e a d s G e n e r a t e d o v e r 1 5 , 0 0 0 q u a l i t y l e a d s S p e n t o v e r $ 3 6 0 , 0 0 0 o n G o o g l e A d W o r d s A l o n e RESULTS
  • 20.
    COST PER TRAFFICSOURCE T o t a l s p e n d o f $ 3 6 6 , 4 9 8 . 8 3 O v e r 4 0 % o f a c c o u n t c o s t i s c o m i n g f r o m t h e d i s p l a y n e t w o r k . D i s p l a y n e t w o r k i s t h e s e c o n d m o s t e x p e n s i v e t r a f f i c s o u r c e . W e e x p e c t d i s p l a y t o o v e r t a k e G o o g l e s e a r c h b y t h e 3 r d q u a r t e r o f 2 0 1 7 . Search Partner 6% Google Search 54% Display Network 40% **As of 5/17/2017
  • 21.
    LEAD PER TRAFFIC SOURCE 29 , 1 8 1 T o t a l l e a d s D i s p l a y n e t w o r k i s t h e b i g g e s t l e a d s o u r c e f o r S c h o o l A p p l y . O v e r 5 9 % o f l e a d s a r e g e n e r a t e d b y t h e d i s p l a y n e t w o r k . W e e x p e c t d i s p l a y t o g r o w a b o v e 7 0 % b y t h e 3 r d q u a r t e r o f 2 0 1 7 . W e e x p e c t d i s p l a y t o o v e r t a k e G o o g l e s e a r c h b y t h e 3 r d q u a r t e r o f 2 0 1 7 . Search Partner 3% Google Search 60% Display Network 37% **As of 5/17/2017
  • 22.
    LEAD CPA PER TRAFFIC SOURCE Di s p l a y n e t w o r k h a s t h e l o w e s t c o s t p e r l e a d a s w e l l a s t h e m o s t l e a d s . S e a r c h l e a d s c o s t m o r e t h a n d o u b l e o f d i s p l a y . T h e q u a l i t y o f l e a d s d o e s n ' t d i f f e r b e t w e e n s e a r c h a n d d i s p l a y . **As of 5/17/2017
  • 23.
    OPEN HOUSE ON MAY3, 2019 N E X T S T E P S G r o w d i s p l a y w i t h t h e u s e o f v i d e o a d v e r t i s i n g t o l a u n c h d i s p l a y c a m p a i g n s t o o t h e r s c h o o l s o t h e r t h a n t h e t o p p e r f o r m i n g o n e s . S t a r t v i d e o c a m p a i g n s o n Y o u T u b e f o r m o r e b r a n d a w a r e n e s s . E x c e e d m o r e t h a n 8 , 0 0 0 l e a d s p e r m o n t h b y t h e 3 r d q u a r t e r o f 2 0 1 7 .
  • 24.
    + 1  ( 3 0 5 ) 9 7 4 - 4 2 0 4 w w w . z e b r a a d v e r t i s e m e n t . c o m Rocco Baldassarre r.baldassarre@zebraadvertisement.com CONTACT
  • 25.